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The Opportunity Cost of PPC

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Length: 36 minutes

What would happen if you turned off all PPC advertising for a month?

This is exactly what the YouSendIt marketing team did last October, a risky manoeuver which ended up proving the value of their search marketing program.

In this 36-minute case study webinar, an Enquiro client shares her recent B2B/B2C marketing success that has been driven by paid search.

1. Improved SEM performance through proper segmentation of campaigns

We take a look at how YouSendIt increased the number of subscriptions to their service by 70% while also reducing overall ad budget. Strategic adjustments effectively reduced cost-per-click by 18%, and increased the amount of qualified traffic from paid search.

2. The importance of nurturing a lead

Once they're in the door, it's important to maintain the conversation. Search marketing's effectiveness increases when coupled with email nurturing.

3. Demonstrating the value of search internally

YouSendIt's Director of Product Marketing, Angela Sanfilippo, was faced with the challenge that many marketers face: prove to the board that the money you're spending on paid search is actually driving revenue. In this webinar, Angela walks us through the numbers and her approach.

Case Study Background
YouSendIt offers an online solution for independent professionals and businesses for sending, receiving and tracking large files and digital content without email and ftp limitations. YouSendIt has over 10 million users across 220 countries. Prior to initiating an SEM partnership with Enquiro, YouSendIt was running a paid campaign that drove few leads and qualified visitors at a high cost per lead of $442. They needed help in developing a more robust sponsored search strategy that would increase the number of registrations and subscriptions while reducing overall costs

"The consensus here is that your webinars are by far the most engaging and valuable of any we've attended. "

Lance Loveday
CEO 
Closed Loop Marketing

Presented by:

Angela Sanfilippo - Director of Product Marketing, YouSendIt

Angela Sanfilippo has over 13 years in the marketing industry with a multi-faceted background in brand strategy and awareness, marketing communications, product marketing and demand generation strategies. Currently, Angela Sanfilippo is the Director of Marketing for YouSendIt Inc, the number-one secure digital file delivery company serving professionals, businesses and government agencies on the Web. As Director of Marketing, Angela is responsible for establishing YouSendIt's market leadership in file transfer services and oversees the company's demand generation and user acquisition strategies. Prior to joining YouSendIt, Angela held various management positions at Rainmaker Systems, an outsourced provider of sales and marketing services managing B2B technology clients such as HP, CA, Lenovo, Sybase and Symantec and the HotJobs.com division of Yahoo! Inc.

Angie Dzwonkiewicz - Search Marketing Strategist, Enquiro

Angie brings forth a background knowledge and expertise in email marketing and community relations with skills in reporting and analysis, building strong operating mechanisms and process management. She manages several of Enquiro's B2B client accounts, and worked with YouSendIt to deliver impressive results for their PPC campaigns.

Hosted by Bill Barnes - EVP, Business Development of Enquiro

Bill Barnes Mr. Barnes is a marketing veteran who has been in the marketing, advertising and promotion industry for over 20 years, the last 10 of which have been focused on Search Marketing. He co-founded Enquiro along with Gord Hotchkiss in 1999. Mr. Barnes is a featured speaker at events presented by Search Engine Strategies, Ad-Tech, Jupiter Media, SIPA, Forrester Research and Frost and Sullivan. He has also conducted workshops designed for Marketing, Editorial and Public Relations departments.

At Enquiro Bill has overseen explosive sales growth. In fact, Enquiro was listed on Deloitte's 2004 North American Technology Fast 500 and has appeared on Profit Magazine's Top 100 for three consecutive years. Bill has extensive experience in setting up and implementing Search Marketing and Research campaigns for such companies as AIG, AT&T, IBM, HP, Lexis/Nexis, Siemens and Grainger and strives to always help companies succeed in Search.

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Webinar Transcript

This webinar has been transcribed and is now available. Read here.